Consumers Less Reliant On TV, More Reliant On Inserts

A decade’s worth of research by Vertis Communications shows that marketers who
think that an insert is just another part of their media mix–or a place to
offer a coupon on a commodity product–may want to think twice about the
importance of the medium.~A

In its latest Consumer Focus study, the Baltimore-based company found that people are less reliant upon television to spur their purchasing decisions and instead are looking toward inserts–as well as online promotions–to help make up their minds.